In the third quarter of 2021, leading fashion luxury brands invested roughly 1.4 billion U.S. dollars in influencer marketing in Europe. Brands cooperated predominantly with so called all-star influencers (with more than two million followers). They garnered 1.13 million U.S. dollars or 80 percent of the total influencer marketing Media Impact Value (MIV®) of these brands.
Media Impact Value of luxury fashion influencer marketing in Europe in 3rd quarter 2021, by number of followers
(in million U.S. dollars)
Media Impact Value (MIV®) is based on a proprietary machine learning algorithm to measure the value of all marketing activities (including posts, interactions, and articles) across voices, fashion, luxury, and beauty, the algorithm was trained on actual media rates and over five years of FLB specific campaign data. It analyzes more than 100 quantitative and qualitative attributes including audience engagement, industry relevance, source authority, and content quality, to create a highly accurate method of measurement. Thus, MIV® offers a unified way to calculate how brand equity is being created and which strategies create the most ROI.
The measurement covers online media, blogs, Instagram, Facebook, Twitter, TikTok, YouTube, Douyin, Weibo, WeChat, RED, and BiliBili.
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Launchmetrics. (October 15, 2021). Media Impact Value of luxury fashion influencer marketing in Europe in 3rd quarter 2021, by number of followers (in million U.S. dollars) [Graph]. In Statista. Retrieved December 21, 2024, from https://www.statista.com/statistics/1295351/miv-fashion-luxury-brands-influencer-marketing-europe/
Launchmetrics. "Media Impact Value of luxury fashion influencer marketing in Europe in 3rd quarter 2021, by number of followers (in million U.S. dollars)." Chart. October 15, 2021. Statista. Accessed December 21, 2024. https://www.statista.com/statistics/1295351/miv-fashion-luxury-brands-influencer-marketing-europe/
Launchmetrics. (2021). Media Impact Value of luxury fashion influencer marketing in Europe in 3rd quarter 2021, by number of followers (in million U.S. dollars). Statista. Statista Inc.. Accessed: December 21, 2024. https://www.statista.com/statistics/1295351/miv-fashion-luxury-brands-influencer-marketing-europe/
Launchmetrics. "Media Impact Value of Luxury Fashion Influencer Marketing in Europe in 3rd Quarter 2021, by Number of Followers (in Million U.S. Dollars)." Statista, Statista Inc., 15 Oct 2021, https://www.statista.com/statistics/1295351/miv-fashion-luxury-brands-influencer-marketing-europe/
Launchmetrics, Media Impact Value of luxury fashion influencer marketing in Europe in 3rd quarter 2021, by number of followers (in million U.S. dollars) Statista, https://www.statista.com/statistics/1295351/miv-fashion-luxury-brands-influencer-marketing-europe/ (last visited December 21, 2024)
Media Impact Value of luxury fashion influencer marketing in Europe in 3rd quarter 2021, by number of followers (in million U.S. dollars) [Graph], Launchmetrics, October 15, 2021. [Online]. Available: https://www.statista.com/statistics/1295351/miv-fashion-luxury-brands-influencer-marketing-europe/
